M&M’s, Lil Nas X partner on music-focused campaign

M&M’s is embarking on a partnership with musician Lil Nas X that is focused on harnessing the power of music and connecting with fans in a brand-new way for the consumables brand.

“In the world Mars wants tomorrow, society is inclusive. And through the M&M’s brand, we’re committed to inspiring moments of connection and fun by encouraging a deeper sense of belonging,” said Allison Miazga-Bedrick, Mars Wrigley senior brand director. “Music is one of the most powerful tools to bring people together. Like our iconic M&M’s brand, music sparks nostalgia, memories and fun, and we are thrilled to be able to partner with one of the most trailblazing artists in the world, Lil Nas X, to help us further cement M&M’s role within entertainment.”

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Building on its previously announced evolved purpose, the M&M’s brand will work with Lil Nas X to leverage the power of music and lay the groundwork for a new platform that brings people together. In addition, the brand wants to build connections and enjoy more fun through a series of future announced initiatives.

“M&M’s is iconic and I’m a huge fan of the brand,” said Lil Nas X. “I’m excited to work with them on some really cool projects this year that are as colorful as they are.”

Lastly, M&M’s also said that it will be rolling out a series of music-centric initiatives to support this new platform and connect with fans in a meaningful way, the company said.

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Most recently, the brand worked with NBC Universal on the “American Song Contest” music competition series by sponsoring a custom on-set lounge — the M&M’s Music Lounge — where contestants hung out before and after they performed.

M&M’s also will have a presence at several summertime festivals with a digital M&M’s Music Lounge.